IAMS WHO I AM, is our global campaign that celebrates the true personality and individuality of your pet.
We saw a tactical opportunity in a place where totally preened and perfect dogs are celebrated, the Westminster Dog Show in New York (the Crufts of America). We wanted to challenge traditional dog shows that only celebrate this certain type of perfection. Because every mutt and imperfect pooch is a winner in our eyes.
So we claimed prime DOOH spots right where the Westminster Dog Show took place - Madison Square Garden. We sourced the most authentic, unique UGC clips, championing all dogs and their ‘flaws’. And created lots of UGC films with dog show style commentary, parodying real life dog show commentators.
